Oreo Space Connections

The Objective

Turning Oreo into a Love Brand

Oreo cookies faced the challenge of becoming a 'love brand,' leading to the creation of the 'Despega con Oreo' campaign. This initiative aimed to position Oreo as the cookie that highlights the importance of keeping a playful spirit in any relationship to strengthen and deepen bonds, within a space-themed context, all under the dream many of us have as children: traveling to space.

To create a fun and engaging campaign, they chose TikTok as the ideal platform. Additionally, the campaign was launched simultaneously in multiple countries, amplifying its reach and relevance.

The Solution

Generating Reach and Engagement with "Despega con Oreo"

To maximize reach within the TikTok community, Oreo used various strategies. They implemented TopView to capture attention and reach audiences in a single day with the key message: Everyone asks you to keep your feet on the ground.

Oreo invites you to take off! The sky is not a limit!" Additionally, they used TikTok's innovative Branded Mission format to create an interactive dynamic where the community could get creative: "Dunk Oreo in a creative way in space by designing a zero-gravity-friendly cup." This campaign primarily targeted young families and space and Oreo cookie enthusiasts.

In collaboration with TikTok creators, they developed a custom filter that allowed users to eat cookies in space, further boosting engagement by giving TikTok users a fun way to interact with the brand.

The strategy focused on initiating an organic conversation between Oreo's TikTok account and Katya Echazarreta (The first Mexican woman to reach space), proposing to take Oreo dunking to space and inviting community participation through Branded Mission. Key advantages of this strategy include:

• Awareness: Starting the conversation on TikTok allowed for reaching a broad audience and presenting the challenge on a massive scale, setting the stage for the "scientist's challenge."

• Engagement: After achieving wide reach, the campaign focused on engaging consumers, inviting them to propose creative solutions.

• Participation: TikTok enabled users to play an active role in the brand's communication, fostering closeness and significant participation.

A full-funnel strategy was crucial in guiding users from awareness of promotion to purchasing the product. The campaign period aligned with the progressive placement of the product in national retail locations, ensuring adequate coverage and building awareness and consideration.

The Results

Connecting with Impact

A Brand Lift Study (BLS) was conducted, yielding the following results in just 12 days of the campaign:

• Ad Recall: +17.1%. General norms in Mexico = 5.5% / CPG = 7.8%

• Awareness: +14.0% General norms in Mexico (Food & Beverage) = 1.4%

• Engagement: Likes 108K + Comments 2.3K + Shares 1,961

The Branded Mission and the bundle of products used generated an ad recall that was 3.1 times higher than the average for campaigns and 2.1 times greater than the benchmark for the Food and Beverage category in Mexico.

Regarding the Mission Page:

• 1,753 Mission Page views.

• 208 creators joined the mission.

• 307 videos were generated organically, integrating the community.

• 12 creator videos were boosted, achieving a View Through Rate (VTR) of 10.3% (VTR in 6 seconds); during the same period last year, the 'Equis no Pasa Nada' campaign had a VTR of 8.8% (VTR in 6 seconds).

• We had 442 Hashtag Creators and a total of 663 videos with an Engagement Rate (ER) of 2.3%.

Sources:

Metrics obtained from TikTok Ads Manager

TikTok Marketing Science Mexico, BLS Study, Febrero 2024.